How: “Smitten is basically reinventing the whole experience of ice cream,” says Robyn Fisher. “We are starting with the best of the best ingredients that we get on a daily basis, and we are making the freshest, purest ice cream in the world.”

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Fisher says the company’s patented Brr! Technology uses liquid nitrogen to make the smallest ice crystals possible, which she says produces ice cream with an extra-smooth texture. The ice cream is made-to-order within 60 to 90 seconds.

Every week, Smitten sells four different, seasonal flavors. This week they’re serving fresh mint with homemade chocolate chips, classic vanilla, a 60.5% dark chocolate and a honey nectarine, with fruit from local orchards.

The company has one store in San Francisco, and Fisher says they’re working on expanding.

Biggest challenge: “A lot of perseverance!” says Fisher. “From inventing the technology to opening the retail stores … wearing so many hats has been a challenge.”

One moment in time: “We have amazing people involved, and it’s so cool to see who’s attracted to this. I think we are making the best ice cream in the world,” she says.

Best business advice: Fisher says to focus on doing one thing well. “We don’t do pastries or make sandwiches -- we make the best ice cream in the world,” she says.